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Web Copy That Sells, 3rd Edition by Maria Veloso

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TRAFFIC CONVERSION: TURNING VISITORS INTO CUSTOMERS

On the Internet, there are two fundamental ways of acquiring website sales: The first is to generate traffic to your website (traffic generation), and the second is to convert your website visitors into customers (traffic conversion).

Web copywriting is the primary element of traffic conversion. Make no mistake about it, as a web copywriter, your primary function is as a traffic converter. After all, what good is all the traffic in the world if you can’t get visitors to your site to do what you want them to do when they get there?

Traffic generators are those things that drive traffic to a website. These include search engine traffic, pay-per-click advertising campaigns, affiliate marketing, ...

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